<![CDATA[This study aims to analyze the effect of live-streaming discounts and financial self-control on impulsive buying behavior among TikTok Shop users at UIN Sulthan Thaha Saifuddin Jambi, both partially and simultaneously. This research employed a quantitative approach with an associative causal survey design. The sample consisted of 103 active students from the 2022–2025 cohorts, selected using purposive sampling. Data were collected through Likert-scale questionnaires and analyzed using multiple linear regression with SPSS version 26, including t-tests, an F-test, and the coefficient of determination. The results indicate that live-streaming discounts have a positive and significant effect on impulsive buying behavior, with a regression coefficient of 0.461, a t-value of 4.322, and a significance level of 0.000. Conversely, financial self-control has a negative but statistically insignificant effect, with a regression coefficient of -0.100, a t-value of -1.430, and a significance level of 0.156. Simultaneously, both variables significantly affect impulsive buying behavior, as indicated by an F-value of 9.533 and a significance level of 0.000. The Adjusted R Square value of 0.160 indicates that the research model explains 16% of the variation in impulsive buying behavior, while the remaining 84% is associated with factors outside the model. These findings highlight the importance of financial literacy and responsible consumption behavior in responding to digital promotional strategies.]]>
